The Empirical Analysis And Measures Of Collective Reputation Impact On Customer Decision-making

With the development of technology and the popularity of the network, E-commerce is being accepted by more and more people. In E-commerce, network reputation plays an increasingly important role. In order to deal with the increasingly competitive environment, many businesses choose the form of alliance. The collective reputation began to highlight the important role in online shopping. Foreign research and development about collective reputation started early and the theory gradually made more sense. The main study focuses on the collective reputation of the industry, region and the company. They study the establishment of collective reputation and the influence of collective reputation to enhance consumer trust, promote the purchase intention and bring a price premium. The local scholars also studied the commercial union, they mainly see commercial union as a factor to study the role of reputation for online shopping. Few studied the collective reputation of the Commercial Union and which factors would influence collective reputation.In this paper Commercial Union is seen as a whole to research the role of collective reputation on purchase intention and the price premium. This study includes:(1)The role of individual reputation to purchase intention and receive premium prices for consumers.(2) The role of collective reputation to purchase intention and receive premium prices for consumers.(3)The role of Commercial Union security system on collective reputation.(4) The moderator role of the individual factors to reputation on purchase intention and the price premium. Establishment the model of reputation on purchase intention and the price premium will be examined. And make recommendations for the day-to-day management of the Commercial Union.Although, in the past, Chinese scholars had studied the Taobao Business League, only a few actually studied collective reputation of the Commercial Union. We study the complementary role of collective reputation for the personal reputation, which is the innovation of this paper, comparative the collective reputation and personal reputation, that all play different role.In this paper, the research methods include:Literature review, Interview, Survey, Data analysis and the basis of analysis of the previous literature. This paper mainly studies the collective reputation of Taobao Business League. Using the structural equation modeling to establish the model of reputation on the price premium and purchase intention and the model of the Commercial union security system affect on collective reputation, and make recommendations for the day-to-day management of the Commercial Union. In order to verify the theoretical hypothesis in this paper, we collected data through questionnaires and use SPSS17、LISREL8.7to analysis data. Descriptive statistics, reliability analysis, validity analysis, factor analysis and structural equation modeling are used in an integrated manner.The Conclusions of the paper include the following points:1. the Individual reputation and collective reputation will both have a positive impact on purchase intention, in other words, When the consumer perceive the individual reputation as good or the collective reputation as good, they will trust the businesses and purchase intention will be enhanced. Additionally, it can also be seen through the path coefficients, the role of the individual reputation on purchase intention is stronger than the collective reputation. From that we can deduce that reputation is an important factor to influence consumer purchase decisions, personal reputation is more important than the collective reputation.2. The collective reputation promote price premium, but personal reputation does not significantly affect the price premium. In other words, when the consumers perceive the collective reputation as high, they are willing to pay more money to get the quality assurance. Compared to the personal reputation, the advantage of collective reputation is that it can bring price premium. Collective reputation can play a signaling role, it passes positive signal with high quality and reliable to the consumers.3. Commercial union’s security system will have a positive impact on collective reputation. In other words, when consumers perceive the day-to-day management of Commercial Union rules as stringent and effective and meet their personal habits, they will be more confident about the Commercial Union. The Commercial union security system indirectly affects the price premium and purchase intention through affect the collective reputation. The collective reputation becomes a mediating variable.4. Personal factors is the moderator variable. It will moderate the influence of reputation on the willingness to buy and the price premium. When the individual knows the Commercial Union and the online shopping clearly, individuals will more likely to trust others. Thus, the stronger role of personal reputation on purchase intention, the stronger role of collective reputation on the purchase intention and the price premium are.